Eureka! Institutional Repository

Neuromarketing is a very modern development of marketing. It stems from the collaboration of classic marketing with neurosciences and seems to be a new, special and reliable tool for marketing decisions. The development of neuromarketing has been rapid and although it is a new concept, there is a wealth of bibliography from researchers who are constantly adding new and easy-to-use ways to implement it. The aim of this dissertation is to understand the concepts of Neuroscience that are directly related to marketing as well as the presenting the main neuromarketing tools. More extensively, we examine the basic principles that moderate Neuroscience as well as studying neuromarketing from the origins of its development until this point in time. Afterwards we feature the parts of the brain related to marketing and the tools used for the application of neuromarketing. Finally, we broach the future of neuromarketing and describe the issues that arise through the applications this study.